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BizReport : Social Marketing : December 23, 2015

Expert: Social success means social focus

Social marketing is one space in which brands need to have a strategy and a focus. That's according to one expert who believes social, especially social commerce, will have a strong 2016. Here are three tips to get your social strategy on target.

by Kristina Knight

Don't think too big

"2016 will be an even more watershed year for small devices, and it's crucial to make sure your social posts are optimized for mobile consumption. With over 1.91 billion people all over the globe using a smartphone -- estimated to reach 6.1 billion in 2020 -- your social posts will likely be seen mainly on mobile," said Tony Rindsberg, CMO, SOCi. "Don't pay too much attention to subtle design details that tiny screens can't always pick up; instead, focus on calls to action and make sure you're positioning what needs to be seen front and center. Lastly, don't assume that your posts are in the clear even if you've optimized your own content for handheld devices. Take the extra millisecond on a smartphone to click on any links you're posting to outside sources and double-check that the content displays properly."

Don't Be a Social Butterfly

"It may strike your instinct to make as much of a splash on as many social channels as possible in order to establish a significant online presence. But, creating brand awareness on social is about more than doing everything; it's about doing what you do well. In 2016, you'll get substantial engagement and a more meaningful following if you deeply focus your efforts on a few channels instead of superficially trying to sprinkle your touch across every single one. Likewise, search engines will grade the caliber of posts on their engagement levels -- comments, likes, shares, etc. -- so it's worth building a quality presence on just a few channels in order to have clout with SEO," said Rindsberg.

Reduce Your Output

"It may sound counterintuitive, but this practice comes from the "quality over quantity" school of thought. It's not worth spreading your effort thin if that's going to amount to lackluster content and offer meaningless results with little return. When you create targeted, valuable content instead of motley copy thrown together, it's more likely to resonate with people and be consumed on a larger scale. Although it can feel like you're missing out on other opportunities when you scale back on the amount of content you're putting out, you're really gaining a step up in terms of building a credible reputation and defining your brand," said Rindsberg.

Image via Shutterstock

Tags: s:commerce, SOCi, social commerce, social marketing, social marketing trends

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